Famous Singaporean handbag brand Aupen announces employment terminations amidst ongoing Target trademark legal dispute
In a surprising turn of events, Singaporean fashion brand Aupen is laying off its employees due to a trademark lawsuit from American retail giant Target.
The news was confirmed by an Aupen spokesperson to a news website on Monday, September 8. The exact number of employees to be laid off remains unspecified, and the current status of Aupen's business is unclear.
The lawsuit letter highlights that Aupen and Target's relaunched line of intimates and sleepwear, called Auden, have "nearly identical phonetic and visual similarities". Target registered the same trademarks in Singapore as Aupen, adding to the confusion.
Aupen posted Target's lawsuit letter on Instagram on Aug 26, sparking speculation and concern within the fashion industry. The article does not provide any information about the potential impact of the layoffs on the Singapore fashion industry.
The Intellectual Property Office of Singapore (IPOS) has reached out to Aupen to understand and offer help on this matter. The search results do not provide information about which law firm represents Aupen in the dispute with Target.
A source familiar with the matter could not confirm the current status of Aupen's business or its headcount. The article does not mention whether Aupen has ceased operations or not.
In December, Aupen founder Nicholas Tan stated that his team consisted of more than 10 people based in Singapore. The trademark lawsuit from Target is the ongoing reason for the layoffs at Aupen, but details about the lawsuit are not provided.
Target relaunched its line of intimates and sleepwear, called Auden, in July 2024. The article seeks comment from the IPOS, USPTO, Target, and the law firms representing both brands, but no responses have been reported as of yet.
As the situation unfolds, the fashion community in Singapore and beyond is closely watching the developments between Aupen and Target. The outcome of this trademark lawsuit could potentially set a precedent for future intellectual property disputes in the fashion industry.
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